Abstract
The issues to be addressed in Chapter 4 include:
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1
The relevance of strategic marketing planning (SMP) to organisations at different stages of their development.
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2
The evolution of management and planning systems.
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3
The formal definition of SMP.
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4
The nature of objectives and their formulation.
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5
The description of a framework for SMP.
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6
Identification of some key principles of SMP.
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7
The formulation of corporate strategy.
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8
Some criticisms of and obstacles to SMP.
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Notes and References
This summary, and many of the key concepts and ideas discussed in this chapter, draw heavily upon the work of the Arthur D. Little consulting organisation, which has long been in the forefront of developments in this field of corporate planning and management.
Robert H. Hayes and William J. Abernathy, ‘Managing our way to economic decline’, Harvard Business Review (July-August 1980).
Michael E. Porter, Competitive Strategy (New York: Free Press, 1980).
Lewis Gunn, teaching notes (University of Strathclyde 1991).
Douglas Brownlie, ‘Analytical Frameworks for Strategic Marketing Planning’, Chapter 11 in Marketing: Theory and Practice (London: Macmillan, 1983) 2nd edn. Michael J. Baker et al. See also D. F. Abell and J. S. Hammond, Strategic Marketing Planning (Englewood Cliffs, N.J.: Prentice-Hall, 1979).
M. H. B. McDonald, ‘The Theory and Practice of Marketing Planning for Industrial Goods in International Markets’, Ph.D. dissertation, Cranfield Institute of Technology (1982). this section borrows extensively on this source. The thesis was published as Marketing Plans (London: Heinemann, 1984).
Igor Ansoff, Corporate Strategy (Harmondsworth: Penguin, 1968).
Edward S. McKay, The Marketing Mystique (New York: American Management Association, 1972).
Peter Drucker, The Practice of Management (London: Heinemann, 1968).
Harvard Business Review (July-August 1960).
P. Drucker, ‘The Big Power of Little Ideas’, Harvard Business Review (May-June 1964).
Bernard Taylor, ‘Managing the Process of Corporate Development’, Long Range Planning (June 1976).
January-February 1986.
‘The State of Strategic Thinking’ (23 May 1987).
See n. 6 above.
B. Charles Ames, ‘Trappings versus Substance in Industrial Marketing’, Harvard Business Review, (July-August 1970).
Thomas G. Marx, ‘Removing the Obstacles to Effective Strategic Planning’, Long Range Planning, 24 (August 1991).
F. Gluck, S. Kaufman and A. S. Walleck, ‘The Four Phases of Strategic Management’, The Journal of Business Strategy (Winter 1982).
31 December 1990.
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© 1992 Michael J. Baker
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Baker, M.J. (1992). Principles of Strategic Marketing Planning. In: Marketing Strategy and Management. Palgrave, London. https://doi.org/10.1007/978-1-349-22167-7_4
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